Being one of the first global FMCG brands to address the problem of consumers with Coeliac disease in the UK market, Heinz UK has launched a new range of gluten-free products. The Deliciously Gluten Free line includes three pasta and sauce varieties that have already appeared on shelves of three of the big five UK retailers.
According to Andy Atkins, UK Design Director at Hornall Anderson, the agency behind the project, their challenge was to create a design solution that not only reassures Coeliac consumers, but also encourages mainstream consumers to consider the line as a positive and delicious alternative.
Last year, the U.S. office of Hornall Anderson designed packaging for another gluten-free brand, the craft beer Omission.
Another high profile FMCG player, General Milles, in 2009 launched a website for the U.S. audience dedicated to gluten-free products and recipes that later evolved in a part of a larger online destination, Live Better America.